RateHawk, a B2B online platform for booking flights, hotels, and transfers, and Phocuswright, a leading tourism market research firm, have published a joint study on the future of travel distribution.
The report identifies 10 key trends that travel industry professionals must consider to remain competitive and succeed through 2036. The report was presented at the RateHawk Futurecast online event on June 23, 2026.
Changes in customer behavior continue to be one of the most significant drivers of transformation in the travel industry. Both seasonal travelers and the new generation of digital users are demanding increasingly personalized experiences, leading to demand patterns that are becoming more fragmented and diverse. Furthermore, travel decision-making processes are increasingly shaped by the influence of social media and digital platforms. Accordingly, travel professionals need to diversify their service portfolios, explore new channels to reach potential customers, and offer solutions that meet evolving expectations.
Another key element of this transformation is the increasing volatility in the industry, fueled by geopolitical tensions, economic instability, and other global dynamics. This uncertainty influences traveler behavior, leading to greater price sensitivity and more spontaneous decision-making. As a result, this situation is driving travel professionals to diversify risk through a more resilient supply chain, while also increasing demand for all-in-one solutions that simplify booking and travel management. The role of reliable API integrations—which enable them to respond quickly to any changes—is also becoming critical.
Finally, the key factor that will transform workflows and the broader industry infrastructure is the ongoing AI revolution. With the rapid pace of innovation, travel professionals are increasingly expected to adopt agent-based workflows that free up capacity for customer-focused activities.
The study reveals that 57% of global travel professionals surveyed by RateHawk in 2026 view AI positively in their work, though their level of trust varies depending on the task. The adoption of AI agents will also require a greater focus on data quality and the consolidation of databases into standardized formats accessible by autonomous systems. As infrastructure becomes more complex and risk management gains importance, the right technological infrastructure and business partnerships will ensure business continuity.
Astrid Kastberg, CEO of RateHawk, said: “We created this report as a practical guide to help travel businesses navigate the industry’s rapidly changing landscape. The report examines key shifts in the most important segments of the travel ecosystem—including the broader market environment, traveler behavior, and technological adaptation—and is designed to help travel professionals identify the most critical actions needed to remain competitive over the next decade. The report is based on data analysis from Phocuswright and RateHawk, as well as a series of in-depth interviews with leading industry players; as a result, it addresses the most critical questions facing decision-makers and travel professionals.”
Kastberg concludes: “Amid rapid industry transformation and the many challenges ahead, one thing remains constant: Travel professionals need powerful and intelligent tools to stay ahead. This is where we see RateHawk’s role over the next decade: standing alongside our retail and API partners to provide them with the technology, supply, and operational infrastructure they need to grow faster, work smarter, and unlock new opportunities.”
